Investigating the mediating role of market orientation between internal marketing and the development of entrepreneurial orientation within private sports clubs

Abstract

Purpose: This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs. Design/methodology/approach: The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software. Findings: The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation. Originality/value: The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.